Bauer Media’s The Australian Women’s Weekly has unveiled womensweeklyfood.com.au; a dedicated digital food destination and home to the famous ‘Triple Tested’ recipes.
Womensweeklyfood.com.au launches ahead of the festive food season after insights reveal The Weekly’s heartland audience don’t have time for ‘food fails’ and they find the current online recipe landscape overwhelming.
First introduced in 1968, the Triple Test mark of quality and reliability has been a feature of The Weekly for five decades.
Every recipe that bears the Triple Tested logo has been prepared and tested a minimum of three times in The Weekly’s Park St, Sydney test kitchen. This ensures that the recipes work first time and every time in any kitchen.
In addition to its Triple Tested recipes, womensweeklyfood.com.au also includes how-tos, product reviews, foodie facts and curated recipe collections.
The site features enhanced video capabilities with stop motion videos for social media, premium and original visual content from the test kitchen, as well as GIFs for step-by-step articles and feature recipes.
The Weekly’s editor-in-chief, Nicole Byers, said: “We’re delighted to bring the trust and heritage of our extensive culinary content and test kitchen talent to our loyal readers who want access to our recipes on a premium website.”
Sarah-Belle Murphy, general manager of digital at Bauer Media, added: “The Weekly has been synonymous with sharing great ideas and recipes for decades.
“Now, we’re bringing it all together in an immersive website so our audiences can experience the triple tested dishes The Weekly is known for. It will be the go-to destination for all things food, family, cooking and entertaining.”
A marketing campaign for womensweeklyfood.com.au, including trade activity, TV and social media, utilising Bauer’s ‘foodfluencer’ family, commenced this week.